Digital Design Blog

Emerging Media Trends: Getting (Wii) Fit, UGC Cell Phone Minutes, Contextual TV

1. O.K., Avatar, Work With Me – The Introduction of the Wii Fit

What is it? The Wii has become the best-selling gaming console of our time, selling more than 25MM systems worldwide. It appeals to people of all ages—everyone from grandparents to hardcore gamers find the Wii’s games (e.g. bowling and tennis) to be fun and intuitive. Soon, consumers will be able to experience the latest technology from Nintendo, called the Wii Fit. The sensitive “balance board” that comes with the game is placed on the floor and allows users to try simple exercises. Each user creates a personal profile, which can include potential weight goals. The system tracks a user’s weight and BMI as well as their performance on exercises. (Source: NYTimes – I encourage you to visit the site and read more about the testers’ experiences with the device)

Why is it interesting? Consumers are not going to resign their gym memberships anytime soon, but the gaming industry is gaining mass appeal by introducing products that are no longer for a niche audience. Busy, multi-tasking moms may now have a chance to exercise in the middle of the day. It could also open up new options for those that are living in small apartments/condos where cardio machines take up too much space. While the Wii Fit does not promise body builder physiques, it is yet another extension of gaming experiences into the real world.

2. Virgin Mobile Launches Facebook App to Help Users Earn Minutes

What is it? Virgin Mobile launched a Facebook application that will give customers a new way to earn up to 75 free voice minutes a month. Customers must be participants of their Sugar Mama program (which used to just offer minutes if people watched commercials and then completed surveys). The “Fund My Phone” application earns minutes for users when their friends watch ads too.

How it works: A Virgin subscriber adds the Facebook app to their profile page, where it is visible to their friends. The app then encourages friends to watch the commercials to help them pay for their wireless phone. Upon clicking, a Sugar Mama ad or other piece of content will begin playing for them to view and rate. The subscriber then earns six minutes of airtime as soon as the first four “views” by Facebook friends are credited. (Source: IntoMobile)

Why is it interesting? This model could gain a lot of traction within the college-age audience and advertisers with interesting content should consider this as a distribution platform. Video does not have to be the only option—even gaming could play a role within applications like this.

3. Turner to Offer Marketers Way to Link Ads to Content

What is it? At the Turner Entertainment upfront presentation, they described a new system that will pair commercials with relevant moments in the shows they interrupt. Called TV in Context, the system has been in development for more than a year. Similar to contextual targeting technology in the online space, TV in Context matches spots with relevant scenes within movies and shows on TBS, TNT and TruTV. The technology involves combing through thousands of properties in the Turner Entertainment Library, cataloging scenes by subject matter and tracking the commercials that are set to run. (Source: NYTimes)

Why is it interesting? Advertisers will soon have the opportunity to align their products/services/brand with moments in movies and TV shows. During the upfront presentation, an example from the movie “Hitch” was given—a character has an allergic reaction to food, meaning a commercial for allergy medication could follow.

I personally feel that targeting at a higher level (specific audience segments) makes more sense than the Hitch example. Will seeing a character with an allergic reaction make people think about their own allergies? I predict that this ad model will tend to boost search queries (bringing people lower in the funnel) for specific products if they see something relevant within the movie/show before the commercial break.